How To Convert Church Vision to a Communication Thread

The community is not looking to understand why you’re doing what you do; instead they're seeking something else from you.

Mark MacDonald  ·  January 12, 2018

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Many churches are spending large amounts of resources (time, money, etc.) to figure out their mission and vision.

That internally-focused process is necessary — although I’d caution church leaders to check the Divine Handbook (the Bible) and you’ll see that our mission and vision are clearly described. Stop trying to come up with something new. In fact, most churches simply retell the biblical mission and vision with different words.

Why do we do it?

Often, church leaders enjoy reviewing what they’re accomplishing and how they’re directing their congregation to great things. It’s always fun to talk about ourselves!

But I believe that no vision or mission statement will directly reach our community. Often, these overly-pithy, complicated statements become a barrier to the outside world. Why? The community is not looking to understand why you’re doing what you do; but instead, seeking something else from you.

A benefit.

When you go to a restaurant for a favorite menu item, you don’t want the waiter to explain why they do what they do. Or even how the cook prepares the food. This business plan would be a barrier to what you’re trying to get! You just want the food!

Your audience wants you to convert the “why” and “how” to a quick benefit so they have controlled language about what they uniquely receive from you. The solution.

How do you convert your church vision (or mission) to a Communication Thread that will connect to your community?

Here are 3 ways:

1. Start with your Internal (congregation) and External (community) Audience.

You don’t matter as much as them. What are they seeking? What do they need? What goals do they have? This understanding is the foundation of getting people’s attention.

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Mark MacDonald
Is a Bible Teacher, speaker, best-selling author of Be Known For Something, and communication strategist for and the 3000+ churches of the Florida Baptist Convention. He empowers churches to become known for something relevant (a communication thread) throughout their ministries, websites, and social media. His book is available at and
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